The Complete Guide to Infomercial Marketing.

Overview

In The Complete Guide to Infomercial Marketing you get all the insights and know-how of Tim Hawthorne, one of the long-time leaders of the infomercial business: Drawing on his 20-plus years' experience producing some of the most profitable infomercials ever made, Hawthorne provides step-by-step practical guidance to help you.
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Overview

In The Complete Guide to Infomercial Marketing you get all the insights and know-how of Tim Hawthorne, one of the long-time leaders of the infomercial business: Drawing on his 20-plus years' experience producing some of the most profitable infomercials ever made, Hawthorne provides step-by-step practical guidance to help you.
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Editorial Reviews

Booknews
Examines the history, appeal, strategy, and likely future of the 30- minute advertisements, which target more than just the bored and insomniac. Provides step-by-step formulas to help determine whether or not an infomercial is the right marketing approach for a particular company's product, goals, and budget. Chapters cover topics such as identifying target audience, producing an infomercial, financial realities, and inbound telemarketing. Includes a glossary. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780844234458
  • Publisher: NTC Publishing Group
  • Publication date: 2/28/1997
  • Pages: 319
  • Product dimensions: 7.44 (w) x 9.48 (h) x 1.03 (d)

Table of Contents

Foreword
Acknowledgments
Introduction
1 The Power of the Half Hour 1
2 A Short History of Infomercials: From Evolution to Revolution 9
3 Determining Product Viability 21
4 Infomercial Strategies 39
5 Identifying Your Target Audience 51
6 Infomercial Creative Components 61
7 Producing an Infomercial 85
8 Infomercial Financial Realities 101
9 Media Planning, Buying, and Analysis 121
10 Inbound Telemarketing 159
11 Aftermarketing: Extending Your Infomercial Profits 171
12 Fulfillment and Packaging 185
13 Five Ways to Avoid Committing Infomercial Suicide 197
14 NIMA International and Regulatory Issues 203
15 The Future of Infomercials 209
App. A Contributors 223
App. B Networks 227
App. C Related Agencies and Industry Associations 230
App. D Global Infomercial Marketing Resources 232
App. E Sample Storyboard 242
App. F Sample Script: "The Art of Buying a Car" (Nissan Altima) 251
App. G Sample Production Budget 299
Glossary 307
Index 335
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